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Snapchat has announced the launch of SnapKit, their developer platform which will enable brands and publishers to connect their apps to Snapchat, and utilize Snapchat tools outside of the app itself.

Note the emphasis on privacy.

Following the controversies around how Facebook data has been misused by third-party developers, Snap's working to make it absolutely clear that usage is very restricted via SnapKit. Developers can access your username, your Bitmoji avatar - but that’s it.

The tools, while more for higher end companies, will enable businesses to connect their apps to Snapchat, via Snap log in - and most notably for brands, share their content within Snapchat.

Creative Kit helps developers integrate their own stickers, Filters, links, and other highlights - like high scores and workout stats - right into the Snapchat camera, so you can add your own touch and share it with friends.

Login Kit lets you unlock new features on Snapchat and other apps - or use your Snapchat account as a quick, secondary way to log in.

Story Kit lets developers filter and embed publicly shared Snapchat Stories into their own apps and services.

As noted, it’s a more high-end option, given the technical expertize required, but it will help Snapchat expose more of its functionality and content options to a wider audience, which, they’ll be hoping, gets more users coming across to the app.

Snap has long avoided working with developers, but with pressure on the company to improve its results, its now exploring every option, and SnapKit is a smart way to utilize the app's tools, raising both awareness and interest.